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  • Laura Johnston

Do you think your product or service is for everyone?

I have a great service. I am passionate about Leadership and Cohesive Teams and I know it would bless everyone’s life if they had great leadership. Great leaders result in productive teams that trust each other and are happy to be accountable to each other because they share a commitment to the collective results. Everyone is my avatar. However, it’s not easy to market to everyone. When you aren’t talking to a specific person, the result could be, nobody is listening.


I really struggled with this. For years my coaches and mentors tried to get me to find my ideal avatar and market to them. But how do you single out a message when you want everyone to hear it?


I finally got it when I was working with Brad Parnell. He’s a marketing expert who really taught me how important it is to pick a niche, no matter how important the message is, because when someone knows you are talking specifically to them, they will be more likely to listen. And when they like what they hear, they are more likely to share and thus your message actually reaches more people. That sounds obvious, and it is. It wasn’t that I didn’t understand that concept, it was that I struggled to decide who I should be focusing on and I struggled to get my copy to appeal to that niche because I kept talking to everyone!


Are you feeling frustrated with who your “avatar” is? Do you struggle to find your niche? Thomas Smale of FE International shared thoughts on to how to select a viable niche so you can test out ideas, enter the market sooner and learn quicker from your successes and failures. Three of his ideas really stuck out to me: 1) Identify the problems you can solve, 2) Analyze your competition, and 3) Test your ideas.


1. Identify the problems you can solve.

You are unique because of who you are and the experience you have. No one else is you and that is your gift. Because of this knowledge and experience, what problems can you solve for your desired customers and who would be most likely to pay to have those problems solved. Below are some great ideas about how to find pain points you can solve.

  • Have one-on-one conversations or idea-extraction sessions with your target market. Make sure to find or create a framework for asking questions that helps you uncover pain points.

  • Peruse forums. Search Quora, or find forums related to your niche, then take a look at the discussions that are taking place. What questions are people asking? What problems do they have?

  • Research keywords. Explore different keyword combinations on Google Trends and Google AdWords’ keyword planner. This can help you uncover popular search terms related to pain points.

2. Research your competition.

The presence of competition isn't necessarily a bad thing. I think it’s a good thing. It can show you have a profitable niche, and it helps you to understand how you can stand out by doing it differently, better, or in a unique way. Find a way to stand out in the crowd.


3. Test Your Ideas.

I like data and seeing analytics is fun for me. You can hire that out if that is not your thing but testing your ideas and finding out what your customers want or what they respond to is very important. Landing pages are a great way to test ideas to see what drives traffic and what people want. Often, when you don’t get the response you want, it isn’t that you don’t have a viable niche, or a great product or service, most of the time it is “simply” that you do not have the right copy to appeal to the solution to your customer’s problem. Brad Parnell, founder of Genie Rocket is an expert and helping you find the right words to get your customers to know, like and trust you. Words are important. Testing the words that your ideal customer responds to is imperative.

Don’t be afraid that you are missing someone. Target an audience, get them to listen and others will listen to. Becoming an expert for your target audience does not mean you will not appeal to others. It’s a great starting point for growth. My partner Travis Rohrer often reminds me, ‘some will, some won’t, so what!” I love this and refer to it often. I can’t solve everyone’s problems, nor do I want to work with everyone. Find your niche, be clear on who you are, and you will attract the right people to you.



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